Ringing in 2024 with a Reflection on the Changing Communications Landscape

Since 1907, families have gathered to watch the ball drop in Times Square at 11:59 on December 31st to welcome the New Year. From Dick Clark to Ryan Seacrest, sitting in front of the television with friends and family has been a Mirza tradition. Throw in the World Juniors Hockey, and lots of laughter starting at noon and running to midnight; this time of year is a very special time to reflect and think about all the exciting moments ahead.?

The ball drop has become an iconic and globally recognized symbol of the New Year’s Eve celebration, attracting tens of thousands of spectators to New York City each year, and watched by millions more on televisions around the world. With the rise of social media, people also follow events like this online, transforming how information is shared and consumed. When you think about it, the dynamic between communicators and their audiences has forever shifted. Individuals armed with a mobile device and a TikTok account can shape narratives and influence conversations in ways once reserved for a few trusted sources.?

After another year of writing this newsletter and building a community on LinkedIn, I am reflecting on the experience of engaging directly with friends and colleagues. The ability to connect on a personal level, exchange ideas, and learn from one another has been invaluable. This got me thinking about the communications landscape and the role of traditional media in our digital world. I decided to ask a communications professional to weigh in with her thoughts on this changing model and how businesses can benefit from engaging directly with their audiences. Here is what Christina Jacobs of MarketDesign Consulting had to say on the topic:?

“Today, people are increasingly drawn to insights directly from subject matter experts, bypassing the intermediary role of reporters and PR reps. There are countless examples of brands that have become their own content publishers, reclaiming control over their narrative. This is not to say that the role of communication professionals is diminishing; it’s evolving, and that is an exciting prospect. Press releases, media pitches, and press conferences—cornerstones of traditional PR—are no longer the only, or most effective, tactics for getting a company’s message out. Digital newsletters, social media posts, and byline articles can accomplish the same objectives while also humanizing the brand, offering a more authentic and personal glimpse into its purpose and values.?

The shift towards direct communication between a brand and its audience underscores the need for PR professionals to adapt their skillsets to navigate digital platforms and master the art of content creation. We have a responsibility to help our companies and our clients harness the power of direct communication. By becoming not just conduits of information, but curators of authentic conversations, we have a real opportunity to shape the future of our field. It will be our duty to seek out the subject matter experts within our organizations and position them as opinion leaders and trusted guides while cultivating online communities and measuring engagement.?

And of course, we can’t forget AI and the supporting role it will play in helping us speed up and scale. By now, you may have heard the phrase: “AI is not going to replace you. Someone who knows how to use AI will.” I believe there is a lot of truth to that, particularly in the marketing and communications field. The ball has dropped on the old ways of communicating; but, while the tools of the trade are evolving, PR’s core principles will prevail.”?

As we get ready to welcome in 2024, the song Auld Lang Syne sits in my thoughts. How has this poem song written by Robert Burns spanned the test of time amid such a transforming world of communication? How do the lyrics invite us to look ahead to the future—to make plans, to create resolutions—but at the same time, remind us to also consider the past? How has the conversation between two old acquaintances catching up after a long time apart remind us to rekindle the relationships that are most important to us, both personally and professionally?

?Should auld acquaintance be forgot And never brought to mind? Should auld acquaintance be forgot And the days of auld lang syne?

For auld lang syne, my dear For auld lang syne We'll drink a cup of kindness yet For the sake of auld lang syne

And surely you will buy your cup And surely I'll buy mine! We'll take a cup of kindness yet For the sake of auld lang syne

We two have paddled in the stream From morning sun till night The seas between us Lord and swell Since the days of auld lang syne

For old acquaintance be forgot And never brought to mind Should old acquaintance be forgot For the sake of auld lang syne?

For old acquaintance be forgot And never brought to mind Should old acquaintance be forgot In the days of auld lang syne?

For auld lang syne, my dear For auld lang syne We'll drink a cup of kindness yet For the sake of auld lang syne?

Happy New Year, friends. May we learn from the past, live in the present and plan for the future.

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